Factors driving the continued use of over the top (OTT) media platforms

As over the top
(OTT) media platforms continue to gain market share and disrupt traditional linear
broadcasters, This has lead academic, business leaders and legislators to consider if
conventional marketing and information system models can explain continued use
intentions for OTT media platforms. While the adoption
of technology is crucial to the success of an enterprise, it is continued use
that determines the long term sustainability of an enterprise. Understanding
the factors that drive continued use intentions of OTT media platforms is crucial for
developing long-standing sustainable and loyal relationships with customers.

Video-on-demand
platforms like YouTube, Showmax, Amazon and Netflix continue to disrupt
traditional linear broadcasters and are continuously altering the TV and video marketplace
and value chains. These OTT media platforms are altering consumer viewing trends,
moving away from TV schedules prescribed and dictated by traditional
broadcasters, resulting in time-shifted viewing. These changes are no longer
limited to time-shifted viewing; consumers are increasingly in control of when
and how they view video content, resulting in fragmented viewing patterns,
significantly impacting mass media models relied on by the advertising industry.

The results of this quantitative study indicate that the proposed model for continued use explains 69
percent of the variation in continued use intentions. The findings indicate
that consumers are multihoming and using multiple competing platforms,
concurrently, which is inconsistent with conventional marketing and IS theory
that consumers adopt and use only one competing product. Findings also indicate
that the presence of a competing product impacts user continuance intentions,
habit and satisfaction. However, the impact size was insignificant for
intentions and satisfaction.

随着在线点播（OTT）媒体平台市场份额的持续增长，并对传统线性广播机构造成颠覆性影响，学术界、商业领袖及立法者开始深思，传统的市场营销和信息体系模型是否能够阐释对OTT媒体平台持续使用意图。尽管技术的采纳对于企业成功至关重要，但持续的使用方决定了企业的长期可持续性。了解驱动OTT媒体平台持续使用意图的因素，对于与顾客建立持久、可持续且忠诚的关系至关重要。

以YouTube、Showmax、Amazon和Netflix等为代表的视频点播平台，持续颠覆传统线性广播机构，并不断改变电视及视频市场及价值链。这些OTT媒体平台正在改变消费者观看趋势，逐渐摆脱由传统广播机构规定的电视日程，导致观看时间上的错位。这些变化已不再局限于时间错位观看；消费者越来越掌控何时以及如何观看视频内容，从而产生碎片化观看模式，对广告行业所依赖的大众媒体模型产生了显著影响。

本定量研究的成果表明，所提出的持续使用模型解释了持续使用意图中69%的变异。研究发现，消费者趋向于多栖化，同时使用多个竞争平台，这与传统市场营销和信息系统理论中消费者仅采纳和使用单一竞争产品的观点不符。研究还发现，竞争产品的存在会影响用户的持续使用意图、习惯及满意度。然而，对于意图和满意度的影响程度并不显著。